Analyzing big tobacco’s global youth marketing strategies and factors influencing smoking initiation by Nigeria youths using the theory of triadic influence

Abstract

Background: Major transnational tobacco companies (TTCs) have identified Nigeria, the seventh most populous country in the world, as a market with a significant revenue potential, given its high youth population and growing gross domestic product (GDP). This research analyses tobacco industry-related strategies and activities targeting youth (aged 15 to 24 years) in Nigeria involving existing, but most importantly, future tobacco users. Nigeria is the focus of this study because the tobacco industry has viewed it as a major emerging market since the 1990s. Successful marketing in Nigeria could provide the industry with a template for similar initiatives in other emerging markets in low-and middle-income countries. Methods: The research began with a systematic review of secondary literature to determine how the tobacco industry has targeted youth globally and factors contributing to youth smoking initiation. It then used the theory of triadic influence as a heuristic framework to categorize the various factors influencing youth smoking initiation and industry strategies related to increasing tobacco use among youths. Quotations from internal tobacco industry documents were organized into the three streams of the theory of triadic influence: biology/personality, social and cultural/environmental streams. A total of 12 interviews were conducted with 6 policymakers and governmental officials, 2 civil society organization representatives, a high school principal, a journalist and 2 researchers to investigate how the tobacco industry had targeted youth in Nigeria. Results: The findings indicate that TTCs have actively targeted youth in Nigeria since the 1990s, focusing on changing behaviour through the biology/personality, social and environmental/ cultural streams. Conclusion: The study suggests that Nigeria implement and vigorously enforce its 2015 National Tobacco Control Bill as well as a package of other measures to prevent tobacco companies targeting youth.

Economic costs of cigarette smoking among adolescents in Nigeria

“…This makes it easy for adolescents to purchase and experiment with cigarette smoking and subsequently become established smokers. Keeping cigarette prices low is a recognized strategy for targeting young people used by the tobacco industry (Isip and Calvert 2020;Nigeria Tobacco Control Research Group 2017). To counter this strategy, WHO advocates a minimum of 70% of the retail price as excise tax on cigarettes, based on evidence that higher prices reduce tobacco consumption, especially among young people (Drope et al 2018).…”

“…First, smoking initiation often occurs during this period and is likely to lead to tobacco addiction, resulting in a longer duration of lifetime use of cigarettes and subsequently considerable health effects (National Center for Chronic Disease Prevention and Health Promotion (US) Office on Smoking and Health 2012). Second, there is evidence of targeting of young people by tobacco companies in Nigeria through various strategies such as easy access to cigarettes and other tobacco products around schools, marketing of brands of cigarette (menthol and flavoured) that appeal to young people, sponsorship of concerts, and low pricing of tobacco products, amongst others (Isip and Calvert 2020;Nigeria Tobacco Control Research Group 2017). Finally, many of the existing measures for protecting adolescents from smoking initiation contained in the WHO Framework Convention on Tobacco Control (WHO FCTC) and Nigeria Tobacco Control Act, 2015 are inadequately implemented (Isip and Calvert 2020;WHO 2019).…”

“…Second, there is evidence of targeting of young people by tobacco companies in Nigeria through various strategies such as easy access to cigarettes and other tobacco products around schools, marketing of brands of cigarette (menthol and flavoured) that appeal to young people, sponsorship of concerts, and low pricing of tobacco products, amongst others (Isip and Calvert 2020;Nigeria Tobacco Control Research Group 2017). Finally, many of the existing measures for protecting adolescents from smoking initiation contained in the WHO Framework Convention on Tobacco Control (WHO FCTC) and Nigeria Tobacco Control Act, 2015 are inadequately implemented (Isip and Calvert 2020;WHO 2019). Our findings would thus provide information that could be useful for advocating for better enforcement and implementation of measures that prevent initiation of cigarette smoking among adolescents.…”

Age at Smoking Initiation and Prevalence of Cigarette Use Among Youths in Sub-Saharan Africa, 2014-2017

“… 2 However, evidence points to increasingly aggressive tobacco industry marketing in Africa, with a substantial proportion of these efforts targeted at youth. 3 , 4 With increasing tobacco industry activity in this region, African countries are projected to progress to a tobacco epidemic by 2040. 2 This study aimed to describe the prevalence of exposure to smoking-related risk factors, susceptibility to smoke, cigarette smoking, and age at smoking initiation among adolescents in 9 sub-Saharan African nations.…”

“…The African continent has one of the lowest regional tobacco use rates and is generally considered to be at subepidemic levels, with lower smoking intensities compared with other parts of the world . However, evidence points to increasingly aggressive tobacco industry marketing in Africa, with a substantial proportion of these efforts targeted at youth . With increasing tobacco industry activity in this region, African countries are projected to progress to a tobacco epidemic by 2040 .…”